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The secret of creating desire in your copy…

People like to think that they use logic when making purchasing decisions, but that’s not completely true. Actually most of us tend to make decisions based on feelings. We may justify it with logic later, but a decision that we’re happy with in the long term is usually the one that ‘feels right’. So it’s essential that your copy reaches and influences this part of your customer’s psyche and succeeds in creating desire.

‘I can almost taste it…’

If you want to tap into feelings, it’s essential to fire your reader’s imagination. Get them understanding exactly how what you offer will make them feel better and they’re more likely to perceive your product or service as having a high value to them personally. In fact that’s the only way to stimulate an overriding desire to purchase. To do this you have to go one beyond simply describing benefits, and to describe the feelings and experiences that those benefits will bring. They have to be able to ‘almost taste it…’

How to work out the emotional benefits of the benefits

Write the features of your product or service on the left-hand side of the page. Write the benefit to the consumer in the middle. Write how that will make them feel on the right-hand side. So will it make them feel smarter, cooler, more attractive, or give them peace-of-mind? That’s what you’re actually selling them. Your product or service just becomes an indispensable means to get there, creating an overriding desire to purchase.

Trained copywriters are skilled at creating desire

While you may be a great features writer for your company newsletter, you could that find you struggle with copy that will generate high conversion rates. A trained copywriter knows exactly how to write in a way that will fire the imagination of your target audience, to bring what you’re offering alive for them. They know how to stimulate desire. That’s an art in itself, unlike any other form of writing.

If you need effective copy without the time and hassle of writing it yourself, or you’d like our senior copywriter to let your staff in on the secrets of good copywriting, give Oxygen a call on 0845 2606 255. Or drop in to our Devon and Somerset offices. Our door is always open.


Steve Lodge :Steve trained as a NCTJ journalist and is an experienced copywriter. He has over 15 years in agency, and started Oxygen in 2002.

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